Last week, Epsilon launched a new practice, called Data Design,
designed to show which brands are associated with e-sports and
which of those could be matched to the Dallas Cowboys' fan base.

Epsilon developed a model for the NFL team to profile the
e-sports target audience, grouped them by behaviors, and, using
Amazon, matched brands that appealed the most to each group. The
Cowboys would be able to use that information to target sponsors
while using its own brand as a way to reach large-scale
audiences.

"If we thought we could buy a team for — gimme a number — $2
million, $3 million, $5 million or whatever, but get $7 million
in sponsorship deals over the next couple years, it becomes a
no-brainer," Matt O'Neil, the Cowboys' senior vice president of
brand marketing, told Ad Age.

The Cowboys would not be the first professional sports team to
make a move into competitive gaming.